iWorld
MX Player launches MX Advantage
Mumbai: MX Player has launched MX Advantage, a one-stop solution for brands across India to leverage the power of content across formats, languages, and genres, on Monday.
MX Advantage is a platform for all of MX Player’s existing and new advertisers to launch ad offerings.
This platform has been developed in order to directly make MX inventory available to small, medium, and large business owners, marketing managers, media agencies, SMEs, metros, and non-metro advertisers.
MX Advantage will enable the digital advertising sector to advertise across all forms of entertainment through impact-driven campaigns, maximising ROI and assisting in the achievement of corporate goals.
MX Player chief operating officer Nikhil Gandhi said, “We are India’s first entertainment super app driven by high-tech innovations and offer content that appeals to our consumers. As technology continues to infiltrate every aspect of our lives, convenience is more important now than ever before for businesses of all sizes.We understand Bharat, which has led us to be the second-largest video platform in India with 236 million users, which helps advertisers reach a larger audience in today’s highly competitive market.”
He further added, “MX Advantage is a one-stop solution for advertisers of all sizes and budgets, including our current partner advertisers. Our huge and diverse user base across demography, markets, interests and languages will help brands reach the audience that matters for their business.”
The self-serve platform offers immersive ad formats across tabs like video, display, audio, and content solutions that will help in driving the brand’s awareness and engagement with important features like customisation and total campaign control.
Additionally, brands can easily take advantage of MX Advantage’s additional services, which are all housed under one roof and include sponsorships, rich media ads, entertainment commerce, etc. There are several benefits as a part of the promotional launch period for verified advertisers who sign up on the platform.
MX Player has also collaborated with DanAds, a technology platform, to make its engaging media and industry-leading advertising solutions available to SME businesses in India via MX Advantage.
DanAds CEO and co-founder Istvan Beres said, “The launch of MX Advantage is hugely exciting. With a strong foothold in India and a growing global presence, MX Player is well-positioned to take full advantage of the benefits offered by self-serve advertising. Streaming TV is one of the hottest formats right now for sponsored content, and we look forward to offering an engaging and dynamic solution for MX Player’s portfolio of advertisers. Speed, ease-of-use, and flexible budgets are some of the most important factors for SME advertisers, and DanAds is proud to partner with MX Player to offer just that.”
iWorld
T20 World Cup ’26: India–England semi-final sets global streaming record of 619 million views on JioHotstar
India–England semi-final records 65.2 million peak streams
MUMBAI: The ICC Men’s T20 World Cup 2026 set a new milestone in global sports streaming, as the India–England semi-final drew record digital audiences on JioHotstar.
The match on 5 March registered 65.2 million peak concurrent viewers, the highest ever recorded for a live event on any streaming platform worldwide. The semi-final also generated 619 million views, making it the most streamed T20 international match in history.
The landmark audience numbers were driven largely by viewers in India, setting a record achieved within a single market, rather than through aggregated viewership across multiple countries.
The high-scoring encounter between India national cricket team and England cricket team produced 499 runs across both innings, fuelling widespread fan engagement across platforms.
According to the International Cricket Council, the digital record surpassed the previous global benchmark of 65 million concurrent viewers, set in November 2024 by another international streaming platform.
Across television and digital platforms combined, the semi-final reached more than 320 million viewers, while total watch time exceeded 23 billion minutes, making it the most watched T20 international match ever.
“This World Cup demonstrates the immense passion of cricket fans and the progress made in bringing the game closer to audiences worldwide,” said ICC chairman Jay Shah.
“This moment reflects the scale of cricket fandom in India and the technological capability required to serve hundreds of millions of viewers simultaneously.”
JioStar vice-chairman Uday Shankar, said the audience surge underscored the future of large-scale digital entertainment.
“One in every three Indians tuned in to watch the second semi-final. Delivering such an experience at scale requires the very best of technology,” he said.
The 619 million views during the match also eclipsed the 533 million views recorded during the final of the ICC Men’s T20 World Cup 2024.
With the final yet to be played, the 2026 tournament has already set multiple benchmarks in audience reach and digital engagement.
India will face the New Zealand national cricket team in the final on 8 March at the Narendra Modi Stadium in Ahmedabad. The match will be broadcast on the Star Sports Network and streamed on JioHotstar.
